台灣本土流行女裝品牌之創業管理與組織發展 ——以AS為例

Abstract

面對日新月異的外部環境，創業者要如何因應變化，抓住機會、做出改變、尋求創新，從而脫穎而出；在企業發展的過程中，隨著組織規模的不斷擴大，管理者又該如何適當的在管理結構上進行轉變，建立完善的內部制度與組織文化，以確保外部營運與內部發展的一致性，達到永續發展的目標，引發此次研究動機。

本研究採用個案研究法，選定某一台灣本土流行女裝品牌作為個案研究對象，透過與創辦人進行半結構式訪談，深入了解企業整體的創業歷程。經逐字稿分析後，主要運用創業管理及商業模式相關理論架構去探討創業者如何善用內部資源，在每個階段適當的調整策略及經營模式，以因應外部環境的變化。

接著，採用Greiner (1972) 的組織成長階段性理論探討研究個案組織發展過程中如何建立制度，進行內部管理，發現本研究個案在走入集權階段時，就開始設立核心的功能別部門，並建構完整的組織架構。最後，根據研究個案的發展情況，分析其未來可能面對的挑戰，並提出建議。期望透過理論與實務的連結，讓創業者/管理者們可以互相學習，從中獲得一些啟發。

In the face of ever-changing external environments, it is essential for entrepreneurs to adapt to changes, seize opportunities, make changes and seek innovation. As businesses expand in magnitude, crucial decision-making processes for entrepreneurs, such as structural transformation and the establishment of a comprehensive organizational culture to maintain consistency in both internal and external operations, serve as key motivations for this research to achieve sustainable development goals.

This research adopts a case study approach focusing on a Taiwanese fashion brand. The development process of the brand is examined through a semi-structured interview with the founder. By analyzing the interview transcript and applying theories and frameworks related to entrepreneurial management and business models, the methods employed by the founder to effectively utilize internal resources and adjust strategies and business models at each stage to cope with changes in the external environment are studied.

Subsequently, Greiner’s Growth Model (REF) is used to analyze how the target organization establishes regulation for internal management throughout its development process. It is discovered that the case study organization began to establish core functional departments and construct a comprehensive organizational structure. Finally, based on the development situation of the case study, potential future challenges are analyzed, and recommendations are provided. The aim is to establish a link between theory and practice, enabling entrepreneurs/managers to learn from each other and gain inspiration from the findings.